Which Social Media Platform Should My Business Be On?
Count up your personal social media accounts. How many are you on? Yeah, that’s what we thought.
Data from GWI revealed that the typical user spends an average of 2.5 hours PER DAY using social media, and visits an average of 7.5 different social platforms every month. Time that could be spent cooking a gourmet meal, training for a marathon, or learning a new language is instead spent staring at your phone. This is pretty bad news for our brains and overall cognition, but seriously awesome for business purposes!
Utilizing social media provides businesses with the opportunity to expand their exposure, increase traffic, and grow their conversion rates. The challenge is that with so many platforms available, it’s hard to know which ones to use. Whether you opt for quick, informative posts or longer video content, choosing the right social media outlet can help make (or break) your marketing efforts.
Start With Goal-Setting
Don’t just pick a social media platform all willy-nilly or with a Magic 8 Ball. Start by figuring out what your goals are and what channels your target audience is hanging out on. When considering your social media marketing strategy, there are nine main goals to think about:
- Building brand awareness
- Managing brand reputation
- Increasing traffic
- Growing engagement
- Boosting conversions and sales
- Generating leads
- Improving customer service
- Gaining market insights
- Attracting new candidates
You likely aren’t trying to fulfill all nine objectives, so decide on which ones are most important and focus on those. Since social media can greatly impact your ROI, you’ll need to evaluate your desired outcome before choosing a platform. Here’s a look at the main social media players, and what each one is best for in terms of your business:
Facebook
The OG, which many have sworn off while others still swear by it. No matter your personal opinion, Facebook for Business definitely has its place in the social media competition. A FB business account allows users to customize their page, plus they get access to analytics and advertising tools. It’s a solid option for small businesses who want to directly interact with their target audience and drive traffic to their website.
Whether you are selling products or services, or just looking to increase brand awareness, IG can be a powerful tool. A comprehensive Instagram marketing strategy for businesses includes curated bios, hashtags, stories, reels, and tags. Interacting with both customers and advertisers is easy-peasy, thanks to options including DM’s, comments, and likes. And the Shop option allows users to discover and purchase products from brands directly.
If you want a cost-effective way to reach and engage with your target audience quickly, Twitter is your Huckleberry. Opting for a tweeting presence demonstrates that you are interested in interacting with customers frequently, and that you care about their voices. While this platform is not for everyone, Twitter marketing is ideal for brands who are interested in sharing new products or messaging and then following through with real-time engagement.
TikTok
Yes, it’s still kind of a confusing platform and yes, some of us feel like we’re too old to use it correctly. But TikTok and its influencers are here to stay, and if your target audience is under 40, it’s a social media option worth considering. Making a TikTok video is a marketing strategy that allows businesses to broadcast brand-related content in whatever way feels most appealing: funny, informative, trendy, authentic, the possibilities are endless. By sharing via TikTok, businesses can tailor their messaging to a niche market and reach both potential customers and advertisers.
YouTube
Ideal for businesses who want to demonstrate problem-solving techniques or other solutions, a YouTube content strategy involves plenty of visual promotion tactics. As a video-based social media platform, YouTube has more than 30 million daily visits, making it a great medium for both creative marketing and customer engagement. Conversion rates can grow when users like, share, and subscribe to your channel.
LinkedIn is a bit like the kind, elderly uncle of social media: dignified, credible, and often wearing a bow tie. Originally designed for professional networking, the platform has evolved and is now a prime hub for finding and recruiting talent. But it’s not limited to resume-posting and candidate vetting. Businesses can utilize LinkedIn for a myriad of reasons, including discovering industry trends, sharing relevant content, and building relationships with potential customers.
In a world where visual identity for brands is everything, your logo and messaging need to be cohesive and consistent across not only in your marketing materials, but also across your social media platforms. Wondering how to start creating and building this presence? Unsure which social media outlet is best for your business? Jacob Tyler can help you leverage your strengths and help your brand come across loud and clear.